This article from Mediapost gives you a glimpse into the world of mobile and how it is becoming our conduit to information, communication, engagement and much more.

What implications does this have for advertisers and retailers - interesting insights and food for thought.........

Mobile today and in the future - here are some highlights:

Reading the news, connecting with friends, finding our way, playing games — these are tasks they’ve already commandeered. So why should they not control our homes, plan our vacations, shop(in-store, not just online) and fall in love?

“Ten or 15 years from now, literally everything is going to be controlled by your phone,” says Ly Tran, digital marketing director at Proof Advertising. “It’s where we’ll get all our information, communicate and connect. They’re the driver of the future.”

Mobile devices have already revolutionized shopping. Last year, four out of five U.S. smartphone owners used their devices to help with shopping, according to Google/Ipsos.

Such statistics make it tempting to predict the death of brick-and-mortar retail. But rather than cede their business, retailers like Best Buy will be forced to embrace mobile as part of the in-store experience, says Mark Silber, executive creative director of WPP mobile agency Joule.

The way retail works now, “you go into Best Buy to check out a TV set and then order it on Amazon,” says Silber. “If Best Buy is interested in surviving, they’re going to have to do something to the in-store experience.”

This article is a bit old now, but it just shows how powerful mobile marketing has become, and it has just gotten bigger since this article was written.

It says here that 51% of consumers are more likely to purchase from retailers who have a mobile website, and I'm sure this number has just gone up since. Now if you don't have a mobile website you look like you are behind, unless you are a small local business.

But any big company should make their website mobile friendly and should consider investing in designing the company's own app.

This piece was written by one of my favorite people, Scott Forshay for iMedia Connection. Great information you need to know to engage and do business effectively with the mobile audience.

No matter what business you're in, you can't avoid the always connected mobile audience. You can no longer market at them, you have to learn to market to context and, in turn, remain (or become) relevant.

Here's are the highlights of this article:

The variables associated with a successful mobile marketing campaign are:

**the immediacy, mapping, interaction, and collective aspects

**Each variable must be planned for to deliver a relevant experience between brand and customer, and to strengthen this mutual connection

**Today's digital-native consumer is empowered with more information and access to brands than ever before

**They are also hyper-connected to an influentialsocial graph where tribal knowledge is constantly being shared

**The margin for error in any connection is slight, so considerations must be made for each changeable element to ensure the experience is on brand and on point

Here is one thing of the points that caught my attention:

Immediacy

**The mobile medium is in the moment. Unlike other communications vehicles that are stationary and heavily presentation-oriented, the mobile medium is:

**actionable

**time sensitive

**on the

**always on

**Given the limited time intervals of engagement opportunity, brands must ensure that communications are:

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